Sex Education: All Vulvas Are Beautiful

Brazil performs more vaginal plastic surgeries than any country on earth. In 2020 alone, more than 20,000 women underwent labioplasty, most of them driven by stigma, silence, and a total lack of representation, not medical need. Season 3 of Sex Education gave Aimee the exact realization Brazil needed to hear.

Aimee’s realization wasn’t fiction to us: it was the campaign. No vulva is the same, but all are beautiful, said by women Brazil already trusts, not by the show.

We launched ‘All Vulvas Are Beautiful’: a film starring four real women, a magazine icon once shamed for posing nude unshaved in the 80s, a pioneer of Brazilian female empowerment, a doctor making sex education accessible, and a trans artist reminding everyone that not every woman has a vulva. A website with The Vulva Gallery held real stories, and 10,000 vulva cupcakes, delivered nationwide through iFood, crashed the app.

Over 16 million views. 933 thousand engagements. 10,000 vulva cupcakes delivered nationwide. More than 40 earned media placements, turning a taboo into a national conversation Brazil could not look away from.